A study on factors influencing junk food consumption behavior among human resource students at UiTM Malacca City Campus / Hazila Fiqa Hassim and Siti Nor Mohamed

The study of junk food consumption behavior among Human Resource students at UiTM
Malacca City Campus is aimed to have an in depth analysis of factors influencing junk food
consumption behavior among university students. The research takes up an exploratory
approach and used primary data from sample survey conducted on a quota sample to arrive to
conclusions. The factors to be investigated in the study were identified from secondary
literature. Survey was conducted among a sample of students through distribution of
questionnaires. SPSS were being used to analyze the survey data. Female Human Resource
students give more respond to the survey about the factors influencing junk food consumption
behavior compared to male students. The research indicates that factors like cost (price),
convenience, peers influences and advertising are having an influence in making students
choose to consume junk foods. The findings of the research lead to the conclusions that the
factors influencing junk food consumption behavior among students at UiTM Malacca City
Campus was peers influences and advertising.